The Buywell Way: seven essential practices of a highly successful multi-channel e-tailer

Abstract

After the dot-com bust there is considerable evidence that multi-channel retailers are more successful than purely on-line retailers.Multi-channel retailing is becoming mainstream and considerable research exists on successful multi-channel strategies.Despite this, some organisations are having more success than others with their multi-channel approach.We talked to the management of one of Australasia's most successful multi-channel apparel and home-ware retailers about the theory and practice of multichannel retailing, with the aim of building on existing theory in multi-channel e-commerce.

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